According to recent HIV statistics, 78.8% of HIV transmissions are related to unprotected intercourse. The percentage is constantly growing amongst Italian women. That's why sieropositivo.it, an online non profit organisation which provides digital services such as psychological and medical support to people affected by HIV, wanted to tell Italian women to protect themselves when they have sex.

To reach as many Italian women as possible with little more than 1000 euro budget: this was the main challenge and the main target to achieve. It was necessary therefore to create a specific communication channel direct and clear for women.

The creative solution was based on a well-known insight: when women use public toilets, they use countless precautions to protect themselves against curable infections.

A short film shows this habit and ends with the sentence: "When you use a public toilet you do worry about infections. What about when you have sex?". To drive women to this film we printed a special QRcode toilet paper asking: "When you use a public toilet do you worry about infections?".

To reach as many women as possible we distributed it in places where celebrations for the Woman’s day (8 march) were being held.

Public toilets were the perfect places to be used as ambient media because in the video linked to the QRcode, women could recognize the exact situation in which they were in that exact moment and also because it's well known that women use to take pictures while they are in pubs/clubs' toilets.

#toiletthink is an operation whose budget was 1000 euros. Nevertheless, results have been great and the message reached not only the target, but beyond. The main results have been: +300% of visits on the website Sieropositivo.it. Sharing of the video on every social network: Facebook, Instagram, Twitter. And the news on every magazine and newspaper, national and international.